Smell Like You Mean It

<p>Suzy Batiz calls herself CEO to more conservative crowds, but PEO to everyone else. To define PEO, however, would be to make more than a few people blush. The Poo Executive Officer.</p><p>Suzy is the founder of Poo-Pourri, a toilet spray that solves the problem of bathroom smells in a way that runs counter to conventional thinking. But more than the hilarious branding and advertising (and there's plenty of that, as we hear in this episode), Suzy and her company showcase the power of something called First-Principle Insights in helping us create more innovative work.</p><p><strong>SHARE THE SHOW:</strong></p><p>Help others find Unthinkable in their favorite podcast player by sharing this link: <a href="https://pod.link/jay">https://pod.link/jay</a></p><p><strong>SUBSCRIBE TO THE NEWSLETTER:</strong></p><p><a href="https://jayacunzo.com/newsletter">https://jayacunzo.com/newsletter</a></p><p>Every Friday, I send a new idea, story, or framework for crafting more resonant work to thousands of subscribers, ranging from entrepreneurs, freelancers, and independent creators, to marketers and leaders at brands like Adobe, Red Bull, Shopify, Salesforce, the BBC, Wistia, HubSpot, Drift, ProfitWell, a16z, and the New York Times.</p><p><strong>VOICES IN THIS EPISODE:</strong></p><ul><li>Suzy Batiz -- <a href="https://www.suzybatiz.com/" target="_blank">https://www.suzybatiz.com/</a> and <a href="" target="_blank">https://www.instagram.com/suzybatiz/?hl=en</a></li></ul><p><strong>SPONSOR: Riverside</strong></p><p>Riverside is the easiest way to record podcasts and videos in studio quality, from anywhere. Record separate audio tracks to avoid the cut-outs, optional video to enhance the show’s experience, and even clip content for sharing elsewhere, all without leaving the platform. Riverside is powerful enough to be used by Marvel, the NY Times, TED, Freakonomics, Indie Hackers, GaryVee, and Guy Raz, but simple enough for thousands of indie creators and new podcasters to use it for their shows.</p><p>Learn more and try it fre